Latest / Virtuous Leaders with Dr. Johann D'Souza / Ep.85 – Chris Stanley: Homeschooling, Faith & Sailing—Counterculture Parenting | Faithful Parenting | Traditional Values | Christian Homeschooling | Family Bonding

Transcript

Ep.85 – Chris Stanley: Homeschooling, Faith & Sailing—Counterculture Parenting | Faithful Parenting | Traditional Values | Christian Homeschooling | Family Bonding · Virtuous Leaders with Dr. Johann D'Souza

• 0:00
  The biggest reason I found to write a mini book is for the
• 0:02
  creator, kind of the visionary. It forces you to put your
• 0:09
  message in a bottle. In essence, like it forces that
• 0:13
  encapsulation. You cannot write a mini book if
• 0:16
  you don't know what you're talking about.
• 0:18
  This is Virtuous Leaders, the podcast for based Catholics who
• 0:21
  will speak truth, do good, or die trying.
• 0:24
  Here's the show. You teach entrepreneurs how to
• 0:32
  write best selling mini books. Can you share that with the
• 0:35
  audience? Yeah well absolutely.
• 0:37
  It's not as clear cut as what it sounds like, but basically a
• 0:41
  mini book for those who don't know is a book between 5 and
• 0:46
  15,000 words. So most non fiction books for
• 0:51
  kind of qualification is usually 30,000 and above.
• 0:55
  So if you read a light non fiction book, it's like about
• 0:59
  30,000 words and then a mini book is kind of cutting that
• 1:02
  down in half or less. And the goal is to make sure
• 1:05
  someone can finish it in one setting, basically a 1 to 1 1/2
• 1:09
  hour read. And so that's what I kind of
• 1:13
  walk people through is that style of book transformed how I
• 1:18
  approached my business and how long it took me to get done.
• 1:22
  Even at even though 1 to 1 1/2 hour books can be intimidated to
• 1:25
  a lot of people. So let's just take my example.
• 1:28
  I'm an entrepreneur. I have a podcast therapy
• 1:31
  practice. I do public speaking.
• 1:33
  So what? Why would I write a mini book?
• 1:36
  How would I go about doing that? Well, why would be a lot of
• 1:41
  different reasons, but the biggest reason I found to write
• 1:43
  a mini book is for the creator, kind of the visionary.
• 1:47
  It forces you to put your message in a bottle.
• 1:53
  In essence, like it forces that encapsulation.
• 1:56
  You cannot write a mini book if you don't know what you're
• 1:59
  talking about. And so it is my flushing out
• 2:02
  process of like, hey, here's how I get my message into the world,
• 2:08
  or here's how I practice my therapy, right?
• 2:12
  This is how I handle complicated cases or this is how I consult
• 2:15
  people on marriage, whatever the case is, right?
• 2:18
  And so it just really makes you be succinct.
• 2:21
  Now how you go about doing that. And that's a whole other ball of
• 2:23
  yarn. But I can give you really high
• 2:25
  level, how I walk people through it is the first thing is I would
• 2:29
  go, OK, you teach, you know, you, you perform therapy, you,
• 2:34
  you consult with people about their marriage or whatever the
• 2:36
  topic is. What's your core framework?
• 2:39
  You know, like what it, what is it that you're trying to teach
• 2:42
  and fit it into one of three outlines.
• 2:46
  And so I found that by limiting myself to you think of it as a
• 2:50
  painting to one of three canvas sizes, you're forced to color
• 2:54
  and, you know, and, and build within a, a restricted space.
• 2:58
  Rather than feeling like I can do anything I want.
• 3:01
  By only allowing people to choose one of three outlines, it
• 3:04
  forces them into a box that makes them get creative then.
• 3:08
  And so the three outlines is 1 is the WS model.
• 3:11
  So you ask the questions, what, when, where, why, who, how,
• 3:16
  right, all those standard questions.
• 3:17
  And those are your chapter titles in essence.
• 3:19
  You might hide The Who in it, you might call it something
• 3:22
  different as a chapter title, but you're high, you're you're
• 3:26
  giving people your framework through that lens.
• 3:29
  And it really makes it easy to start writing it.
• 3:31
  So for me, what is a mini book? Who should write and read mini
• 3:36
  books? Who or just who should write a
• 3:38
  mini book, right? How do you write a mini book?
• 3:40
  You can all of a sudden see how this is a book just asking those
• 3:43
  questions, chapter titles, right, Really fast.
• 3:46
  The other one is sequential. So if you have a 10 step process
• 3:50
  to, you know, performing a consultation with someone or or
• 3:53
  offering a therapy conversation or how to get somebody to feel
• 3:57
  comfortable in an office even, right?
• 3:59
  There might be 10 steps to that. It's how the chairs are
• 4:01
  positioned, the lighting, the music.
• 4:03
  Well, it's 10 steps up to 10 steps.
• 4:05
  And then that's a sequential book.
• 4:06
  So each step is a chapter and then the last one is, is then
• 4:11
  the the 10 problems and solutions.
• 4:13
  So in your case, it might be the biggest problems I face are
• 4:17
  teens don't want to talk. And when they do talk, they're
• 4:21
  just lying because they know I'm going to tell their parents.
• 4:23
  And so like these are different problems, right, that you
• 4:25
  probably have solutions to. So you list out ten of those and
• 4:28
  that's your chapters. And so once we have an outline,
• 4:31
  we just go through real simple, three points per chapter, 3 sub
• 4:36
  points per point, go write the book and then most of the time
• 4:39
  you get it done in a week or two.
• 4:43
  You said 10 points per chapter, 3 sub points per .33 points per
• 4:50
  chapter, and then three sub points per point.
• 4:54
  So total of kind of 9 points, if you will, or sub points per
• 4:58
  chapter. But that forces you to write in
• 5:01
  a really tight space. And so you can't go on a long
• 5:04
  tangent about the history of psychology that's going to take
• 5:09
  the reader off track. You got to go, OK, the first
• 5:11
  thing we're doing is making sure the chairs are set up in a way
• 5:13
  that the person feels comfortable.
• 5:15
  Here's how I do that. You're like jumping right in
• 5:18
  rather than going in a long monologue.
• 5:21
  Yeah, I, I love those 3 outlines and they actually map on very
• 5:25
  well to my hustles like the, the WS model, who, when, why I think
• 5:30
  that maps on to the virtuous leaders podcast.
• 5:33
  The sequential could be walking people through how I how I do
• 5:37
  treatment for OCD and then the 10 problems and solutions that
• 5:41
  could be a mini book for my, my talk on how do you save your
• 5:45
  family from digital destruction. So because it's also often
• 5:48
  framed in terms of challenges that parents face in those
• 5:51
  areas. Yeah, absolutely.
• 5:54
  You just nailed it. And the big thing that most
• 5:56
  people when they're trying to decide, well, what book should I
• 5:59
  write, what outline should I use is like, start with your big
• 6:03
  road map, right, Whatever that is.
• 6:06
  So if you have an overarching theory, you know, for me, it's,
• 6:11
  you know, what I just outlined is my writing philosophy, right?
• 6:14
  Or in my past business where I first learned it to write many
• 6:18
  books, I was writing a road map for how independent adjusters
• 6:21
  get work. It was 7 steps.
• 6:23
  And so it was like, here's the seven steps.
• 6:26
  But now what I can do is I can write a book about each one of
• 6:29
  those steps. So the first book was the road
• 6:30
  map book. It's the big picture, you know,
• 6:34
  But then each one of your 10 problems, as an example, could
• 6:37
  potentially be its own book, right?
• 6:40
  How do you how do you restrict time on a cell phone without
• 6:43
  making your team feel like he's a third world citizen or
• 6:47
  whatever it is, you know, like whatever that is.
• 6:48
  You could dive deep on that one thing, but it's still the same
• 6:51
  framework just now in that one problem.
• 6:53
  But that forcing of it's only one problem per mini book makes
• 6:58
  it stay tight under 15,000 words.
• 7:01
  Makes it easy to. Flow Why mini book as a
• 7:06
  marketing strategy? So if I am looking at who should
• 7:14
  I listen to in our crazy world of non-stop AI, non-stop noise,
• 7:20
  let's just call it what it is, content coming at us at all
• 7:23
  times, I tend to look for someone who has demonstrated
• 7:27
  true competency in a topic. And so if I'm going to go learn
• 7:31
  about whether it be LinkedIn or Funnels or whatever, I tend to
• 7:35
  gravitate towards who has books. Why?
• 7:38
  Because I can find out in 20 minutes probably if this person
• 7:43
  is actually a place I should trust.
• 7:46
  Like I could pick up that book and I am right in their best
• 7:49
  stuff and if this isn't good, throw it out on to the next one,
• 7:52
  right? Like I'm done.
• 7:53
  I could spend 6 months with somebody on LinkedIn watching
• 7:56
  their posts or Facebook watching their posts.
• 7:59
  It doesn't really give you a true sense of what their
• 8:03
  strategy is or what their overall philosophy is.
• 8:05
  So for me, as a marketing strategy, it is my client
• 8:08
  filter. When I put a book out there, I'm
• 8:11
  saying this is my mindset, this is my strategy.
• 8:14
  I've given you the full playbook here.
• 8:16
  Now, if you want to work together, you already know what
• 8:18
  I'm about. Let's talk right versus I don't
• 8:23
  know, you might see one of my LinkedIn posts and go, I don't
• 8:25
  even know what this guy's about. He wrote this book and he wrote
• 8:27
  this book and then he wrote this other one over there and now
• 8:29
  he's pushing this new podcast. I don't know what this guy's
• 8:31
  about. When you grab one of the books,
• 8:32
  you know he is about doing this, right?
• 8:35
  Well, I'm the same way, right? I've got God, his like books,
• 8:38
  which is Christian devotional, like books.
• 8:40
  I've got books on writing and I've got insurance books.
• 8:43
  And if you don't pick up one book and see that framework or
• 8:47
  philosophy start to finish, you start to get confused.
• 8:50
  Is this the person I want to work with?
• 8:52
  You don't really know. You're only getting 1 little.
• 8:54
  Piece of it. So if the mini book is part of
• 8:58
  the sales funnel, do you offer it for free then or do you
• 9:01
  charge? If so, how much do you charge?
• 9:03
  I've given books away for free. I typically, you know, you think
• 9:07
  of a funnel, which funnels are all the rage and now they're
• 9:09
  unlike the decline. I think of more as a flywheel.
• 9:12
  So when I write a book, it is all of my best stuff, my
• 9:16
  framework that I've learned and you know, hopefully through tons
• 9:21
  of trial and error, right? Built expertise in something and
• 9:24
  now I've condensed it down. But then like I mentioned with
• 9:27
  the road map book, it is a flywheel because now I can
• 9:31
  create content off of that. I don't have to think what do I
• 9:34
  need to talk about? If it's not in that book, I
• 9:36
  probably shouldn't talk about it.
• 9:37
  If I'm given a webinar, it should be from that book.
• 9:40
  If I'm doing, it's from that book.
• 9:42
  So it is a funnel in the sense of like it's helping people
• 9:45
  decide if they want to work with me.
• 9:47
  But for me, it is like my business operations center,
• 9:50
  here's my book. This is what I talk about,
• 9:52
  nothing else. If I want to talk about
• 9:55
  something different related to this, I've got to write a new
• 9:57
  book that builds on to this core concept.
• 10:00
  And so by doing that, yes, it can build a funnel of coaching
• 10:05
  clients coming to you, but more than that, it builds A flywheel
• 10:08
  that allows you to stay consistent long enough that
• 10:11
  people go get what this guy's about.
• 10:13
  I do want to work with him. And so I kind of back off the
• 10:17
  funnel concept of giving stuff away like through a as a lead
• 10:20
  magnet, you know, you could do that to build your e-mail list,
• 10:23
  which is very valuable early on. But over time, what you find is
• 10:27
  someone who pays 299 or 499 for a book ends up being the
• 10:31
  coaching client, not the 2000 you gave away for free, right.
• 10:35
  So there's kind of different strategies of what you do with
• 10:37
  the book. Giving away is usually great way
• 10:39
  to get reviews and you know, traction, maybe Amazon paying
• 10:42
  attention to it, but it's not a great way to get clients.
• 10:45
  Typically it just isn't. People don't read free stuff.
• 10:48
  They how much free stuff is on Paramount plus?
• 10:50
  My wife and I got it for free when we signed up for Walmart
• 10:53
  plus the other day and we go and look we're like garbage didn't
• 10:57
  even it was within two minutes. I this is garbage.
• 10:59
  I'm not wasting my time on it right.
• 11:00
  I I'll go rent the movie I want. That's garbage right, and so I
• 11:06
  just think people don't appreciate free.
• 11:08
  We have too much content in the world.
• 11:09
  If someone doesn't raise their hand and go I want your book and
• 11:12
  I'm going to pay 3 bucks. Probably not going to be a great
• 11:14
  client, but there's other reasons to give it away.
• 11:16
  But when trying to get leads and clients, that's that's what I'm
• 11:21
  looking at, trying to charge something for it and put it on
• 11:23
  Amazon because that's what builds the credibility.
• 11:27
  If you don't have it publicly on a platform like that, it it's to
• 11:32
  the human psyche like saying, yeah, I sell this on Etsy.
• 11:36
  Your diehards, if you can find them, will be all excited about
• 11:39
  it. But the moment you hit an Amazon
• 11:41
  shelf, hey, yeah, I'm in or I'm in Amazon or I'm in a Walmart
• 11:46
  shelf, right? Like as seen on TV and now it's
• 11:48
  in Walmart. Oh, that's a legit product.
• 11:50
  Now this, you know, it just the human psyche says that.
• 11:53
  So if your book isn't on Amazon or on these digital bookstores
• 11:57
  that people look for things at, for reviews and things, a lot of
• 12:00
  times your credibility takes a hit.
• 12:02
  A white paper or an e-book on a website feels spammy. 1998,
• 12:08
  2001. It's not, you know, modern day
• 12:11
  where it's like, no, I'm legit. Look at I'm right next to Alex
• 12:14
  Harmozzi on the list. Cool.
• 12:16
  You know, like very different to human psyche that way.
• 12:20
  Dude, you're a great speaker and salesman.
• 12:22
  So what? What is good pricing for a for a
• 12:25
  mini book? So going back, it all depends on
• 12:29
  your goals. If you're wanting as many
• 12:30
  reviews as possible, which is valuable to build credibility
• 12:33
  for a different reason when you get those high value clients
• 12:36
  looking at your book. I go free to to 199 or 299
• 12:40
  because Amazon will only give you 70% of the royalties if
• 12:46
  you're 299 and above. So 299 tends to be where you
• 12:49
  want to fall if you actually want to see a nickel from Amazon
• 12:52
  come through. Other than that, I tend to try
• 12:55
  to go between 299 and 499 for kind of, I'll call it run in the
• 12:59
  mill. Not insultingly, my own books
• 13:01
  are in that price range, but to low level problems.
• 13:05
  So like a lot of people help you learn how to write a book.
• 13:08
  I'm not the first guy to do that, right?
• 13:10
  I have it from a different angle, a different slant, but
• 13:13
  it's not $1,000,000 problem versus if I go to buy how to
• 13:17
  perform brain surgery book, that better be a little more
• 13:20
  expensive, right? Or if I'm going to how to save
• 13:24
  my $1,000,000 project from collapsing, that's different
• 13:27
  value level perceived value right away.
• 13:30
  So I have books at a price at 2499 because they're valuable in
• 13:35
  a niche space and they kind of sit there on their own.
• 13:38
  But that's that's not the masses, right?
• 13:40
  That's not by and large, most books we write fall in that
• 13:44
  category. But if you can prove that this
• 13:46
  book's worth that, hey, do it. Yeah, yeah.
• 13:50
  So what I'm thinking is maybe for my potential OCD clients,
• 13:54
  that would be the 2499 book for the digital instruction.
• 13:58
  That could be more like the 499 and the Virtuous Leaders, where
• 14:02
  it's more just like introducing people to my podcast.
• 14:04
  That would be the free to 299. Right, exactly.
• 14:07
  You're thinking about this correctly.
• 14:08
  And if you're just doing ebook, let me course correct a little.
• 14:12
  I said 2499 that was for like paperbacks.
• 14:15
  So like I have ones that are more expensive, but ebook once
• 14:18
  you get above 999, Amazon takes away that 70% royalty.
• 14:22
  So you have to charge like $22.00 to make the same money
• 14:25
  you would at $9, which just doesn't make sense because
• 14:28
  you're going to get way less sales.
• 14:29
  So for an ebook, I will usually put it at Max 999 on as the
• 14:35
  e-book, but the paperback's gonna be much higher, which in
• 14:38
  your case with OCD clients will probably be what they lean
• 14:42
  towards because it's, it's a medical manual rather than like,
• 14:47
  you know, here's how to organize your room or here's how to write
• 14:50
  a book that you can just skim through on Kindle.
• 14:52
  It's probably going to be something they want to tangibly
• 14:54
  hold. OK, interesting.
• 14:57
  So what is the purpose? Can you can you help me
• 15:01
  understand a little bit better why the hard copy book if if the
• 15:06
  the royalties are the are the same with with this like from
• 15:09
  999 to 2299? Well, so if you price your
• 15:12
  e-book at 2499 or 20 bucks or something like that, you're
• 15:16
  going to make the same amount as a 999 book.
• 15:20
  But if you put your paper back, they allow that to be higher.
• 15:23
  So without penalizing you. So now you're making better role
• 15:27
  as he's on the physical book. If somebody orders it because it
• 15:30
  has more in intrinsic value because it's a physical product
• 15:33
  they're getting rather than just a digital file on their phone.
• 15:38
  OK, All right. So so don't charge any more than
• 15:41
  99999 on the ebook, but do you do?
• 15:46
  You get did I? I might have misunderstood this.
• 15:48
  Do do you get less royalties for the paperback book than ebook?
• 15:52
  Just depends on your pricing structure.
• 15:54
  They kind of because they are the printer usually.
• 15:57
  You're usually using Amazon to also print on demand.
• 16:00
  So they will print the book, ship it for you, and you do
• 16:02
  nothing other than write the book and put it up there.
• 16:05
  So if I'm charging 2499, I'm making a pretty good role to
• 16:08
  usually better than even my 999 book.
• 16:11
  Yeah, it's a different pricing structure, but there's no
• 16:14
  there's not that extreme penalty for being more for a physical
• 16:17
  product. OK, OK, I gotcha.
• 16:20
  All right, Yeah. So when it comes to marketing,
• 16:23
  there's there's. So many different options.
• 16:25
  I mean you got e-mail newsletter, got podcast, you got
• 16:29
  social media, got mini book. How do you how do you decide
• 16:33
  which one to prioritize? For me, it comes down to what my
• 16:37
  lifestyle best represents. A wife and I today we're sitting
• 16:40
  down trying to organize our day because we live on a sailboat,
• 16:43
  if you guys can't tell. And we're traveling around full
• 16:45
  time. And I knew this podcast was
• 16:47
  today and we're like, OK, try to rearrange our day around a
• 16:49
  recording. Like where's the four year old
• 16:51
  going to be guys? Can you be quiet long enough to
• 16:55
  do? Like podcasts are really hard
• 16:56
  for me. So I only do one a month.
• 16:58
  And so this is the one I'm doing this month for many books.
• 17:01
  But I can write from 3:00 or 4:30 in the morning to 7:30 in
• 17:05
  the morning every morning if I want to and it doesn't wake
• 17:09
  anybody up. That's how I get I've written 30
• 17:12
  books that that's how is because I have that time and it it fits
• 17:17
  my lifestyle. So for me, that's a real
• 17:18
  strength. Now you might be sitting there
• 17:20
  going I'll have 3 hours a morning and I wouldn't want to
• 17:23
  spend it on writing a book. I still think many books are
• 17:25
  valuable and here's why is a podcast, and I have a podcast
• 17:31
  for 7-8 years now since 2016. How many years?
• 17:35
  That is a long time going on nine years in October.
• 17:38
  And so that did a lot for me get building my network up.
• 17:42
  And I'm sure you found the same thing.
• 17:43
  I'm talking with you. We've never really talked much
• 17:45
  before, but now we're familiar with each other.
• 17:47
  So it's a great way to build up your network and build
• 17:51
  credibility that way together, kind of getting to know the
• 17:55
  industry and scaling up. And so I love podcasts for that.
• 17:58
  Writing a book is different. Once I wrote a book, people
• 18:02
  started going and saying, I want you on my podcast, like a pod.
• 18:07
  Me having a podcast got me access to people, But then they
• 18:11
  started searching me out when I had a book and people started
• 18:14
  buying my products on that book. Because the first turn when you
• 18:18
  want to make revenue in a business that you got to make is
• 18:21
  what I, I call the credibility climb is you're just like to get
• 18:25
  around that first corner. It's like hell, It's so hard to
• 18:28
  get someone to trust you with their money.
• 18:31
  And so a book is just the, for whatever reason, because
• 18:35
  writing's been around since the Cavemen, I actually get on
• 18:38
  walls. People perceive the written word
• 18:41
  differently than they do if it's strictly viewed as digital,
• 18:45
  right? A podcast, a YouTube video.
• 18:48
  No one thinks Mr. Beast is going to be around in 3000 years.
• 18:51
  The Bible's been around a long time, right?
• 18:54
  And it literally changes people's lives every day.
• 18:57
  And that's not the only book that's been around thousands of
• 18:59
  years. We don't think that's going to
• 19:01
  be the same, probably with YouTube or podcasts.
• 19:04
  But something about the written word being the fundamental way
• 19:07
  we communicate it does something to people and they go, he knows
• 19:11
  what he's talking about. I can see it there.
• 19:14
  There's no glitz and glamour. It's text on a page.
• 19:17
  It's how culture and community has been passed on forever.
• 19:20
  So there's just something about that from a credibility
• 19:23
  standpoint that I think you just can't replace with other types
• 19:26
  of content. Even if you only do one, you
• 19:27
  don't want these 30 like me, I'm just crazy.
• 19:30
  But you can just do one to say this is who I am, this is what I
• 19:33
  believe. And then kind of put that flag
• 19:36
  in the ground and and just people suddenly will think of
• 19:40
  your ideas and you differently after that.
• 19:44
  Quick practical question, what's the minimum you would charge for
• 19:46
  a hard copy book? I think Amazon recently changed
• 19:51
  their rules around that. So I'm probably saying it's
• 19:54
  around 7 bucks. You're not going to charge less
• 19:56
  than 7. I charged 499 for books.
• 19:59
  Some of mine are still up for that, but I make no royalties
• 20:01
  off of them. So I since the update that
• 20:03
  Amazon came out with, I haven't changed that pricing structure
• 20:06
  on those books. So you've got to be careful.
• 20:09
  You just got to kind of play with your.
• 20:11
  Royalty rates, it'll tell you when you go to publish your book
• 20:13
  on Amazon and go like, hey, I want to make at least this much
• 20:17
  per book, whether it be $2.00, three dollars, five dollars,
• 20:19
  $7.00. How do I get there?
• 20:24
  So are your book sales beneficial financially for you
• 20:27
  or in their own right? Or is it mostly just for the for
• 20:31
  the flywheel? So for context, my 5 books that
• 20:34
  are in the mini book series that's kind of my newest series.
• 20:38
  It's been around 2-3 years. It generates about since I
• 20:41
  started focusing on trying to get a make revenue.
• 20:44
  It generates almost $1000 a month in royalties, those five
• 20:47
  books. But then I make, you know, about
• 20:50
  $1000 off the community. That's built on the backside of
• 20:53
  that because I charge $35 a month to write those books for
• 20:57
  people months early. So I have a book coming out in
• 20:59
  September. I wrote it for my community in
• 21:02
  March and dripped it out and they've had it for months and
• 21:06
  then now I'm finally releasing it to Amazon month later.
• 21:09
  And then I usually based on other businesses and this one,
• 21:13
  when you have some kind of book out there, you get coaching
• 21:16
  clients if you want them. So like I had people beating
• 21:18
  down my door and I don't say Ioffer coaching anywhere.
• 21:22
  Can you coach me? And so I've got clients, they're
• 21:25
  paying me $2500 a month to just meet with them weekly and guide
• 21:29
  them on their book and help them with different facets of it.
• 21:33
  And so that's, you know, from a business flywheel perspective,
• 21:37
  it's really just a bridge. And if you can even, you know,
• 21:40
  the old adage and funnels is if you can be break even on your
• 21:44
  funnel and then your real product is in my case coaching
• 21:48
  because it's the most profitable, then you got all
• 21:51
  those leads, all those customers for free in theory.
• 21:56
  And so now I'm able to do that, but I don't actually spend much
• 21:59
  money on ads. I usually spend 2 to 250 a
• 22:01
  month. That's what I try to do.
• 22:03
  So about 25%, I think the 8020 rule 20% to get 80% results.
• 22:08
  I don't find it scaled equally if I spend more exactly.
• 22:14
  So if people want to really commit to writing a MIDI book,
• 22:17
  what's the next step for them? First thing is if you want help,
• 22:23
  go to you know, Amazon type in mini book writing.
• 22:26
  You'll find my book. That one is actually like me
• 22:30
  sitting there saying, now choose an outline.
• 22:32
  Here's the three to get to choose from, right?
• 22:34
  It's a really a coach in a book and it takes you all the way
• 22:36
  through the writing process, a done manuscript.
• 22:40
  And then I have other. Mini book writing.
• 22:42
  Mini book writing. Yep.
• 22:44
  Gotcha. And so each book in my series
• 22:47
  tackles one problem. So after that, you're going to
• 22:49
  have to learn how to publish it. OK, mini book publishing.
• 22:52
  We'll walk you through that, right.
• 22:54
  So if you're serious about writing a mini book and you're
• 22:56
  like, I want to write it, but I just don't know how that's the
• 22:58
  book. If you're like, I want to
• 23:00
  understand high level. What are you talking about?
• 23:04
  Why, like it was a cool interview.
• 23:05
  I don't really get it. I would go grab mini book model.
• 23:08
  So that's on Amazon. It has over 100 reviews and that
• 23:11
  was the first book I wrote and it's kind of high level.
• 23:14
  This is what a mini book is. This is the history of mini
• 23:17
  books from Solomon to Thomas Paine to, you know, Napoleon
• 23:21
  Hill to now category pirates and myself like, but and it kind of
• 23:27
  takes you through why I think it works.
• 23:29
  And and so that's kind of the strategy.
• 23:31
  And so it's probably going to be one of those two things.
• 23:33
  And if you want more involvement from there, you can head to mini
• 23:36
  book dot news. We we have a three AM paid
• 23:39
  newsletter there. So that's kind of the the ways
• 23:41
  to get started. But you got to know what your
• 23:44
  expertise is like. You knew you knew there's three
• 23:47
  things I could write about if I went and interviewed you right
• 23:50
  now. I could say, OK, well, tell me
• 23:51
  about this. What's the first thing you do
• 23:53
  when you're getting ready to meet with somebody who has OCD?
• 23:55
  And how do you what's your process of talking to somebody
• 23:57
  and helping them with that? You would know, right, Because
• 24:01
  you've have years of expertise. And a lot of times we over
• 24:04
  complicate writing a book into thinking going to take months or
• 24:07
  years. No, you spent the months or
• 24:10
  years getting the expertise. Now we're just trying to get out
• 24:13
  of you. And most books that take months
• 24:15
  or years, I have some of them. Many book marketing was 10.
• 24:19
  Not many book marketing goodness, God is like marketing
• 24:21
  was one. God is like a box of crayons was
• 24:23
  one. Those took months and months to
• 24:26
  write because I didn't know and intuitively I had to do
• 24:30
  research. But mini book writing, seven
• 24:33
  days, mini book model, 3 days. God is like a geyser. 3 days.
• 24:37
  And that's a 3040 thousand word book.
• 24:40
  You know, it was more than a mini book.
• 24:42
  But if you're just extracting what you already know, don't
• 24:46
  overcomplicate this. Tell it like you're talking to
• 24:49
  us on a couch. This is how you do what I do.
• 24:52
  Wow, that's impressive man. So how many hours does that
• 24:56
  take? 3 hours a day for three days.
• 24:58
  No, the three day one, no, that was not it typically takes me
• 25:02
  about 14 to 15 hours per mini book of writing time, time and
• 25:07
  see the big thing that people brush past and I see them
• 25:10
  struggle with all the time is not nailing the outline down.
• 25:15
  If you have a good outline, the way I described it, you here's
• 25:17
  your chapters. It makes sense.
• 25:19
  It's it's logical in some way. And then you have three points
• 25:22
  per chapter written down and then three points per sub point
• 25:26
  written down, whether that's tell the story about the time I
• 25:29
  met with John at the fishing pond, right?
• 25:31
  That's a sub point. It's your story you're going to
• 25:33
  write, if you read many book writing exactly a certain number
• 25:37
  of sentences for that. And I walk you down to literally
• 25:39
  the number of sentences you should write.
• 25:41
  But it forces you to when you go to sit down to write, you're
• 25:45
  like, OK, I have 10 sentences here to make this point.
• 25:50
  What am I going to say? And Chris says I should start
• 25:52
  with a hook. It's got to be something to
• 25:53
  catch him. Cool, then move into the meat
• 25:55
  and potatoes of the thing. OK, now what's the sweet
• 25:58
  dessert? I can end this thing with one
• 26:00
  awesome sentence and you're like, I have to really make sure
• 26:04
  I know my crap, you know. And So what it does is it it
• 26:08
  allows your brain to just forget everything Alice and go.
• 26:12
  I'm only worried about .1 in chapter 1 sub .1.
• 26:16
  That's it. 10 sentences. Let's go.
• 26:18
  And so you can do that. You have the outline.
• 26:21
  It kind of lets lets your brain take over.
• 26:24
  It's so amazing and I I can see how going through that
• 26:28
  disciplined thought process would make me better at
• 26:32
  explaining things. When I'm when I'm speaking on
• 26:35
  this topic or when I'm speaking to a potential client, it just
• 26:38
  structures the mind more clearly.
• 26:41
  Which is what it does for your readers, too.
• 26:43
  That's why they love it is instead of, you know, 6-7
• 26:49
  paragraphs of the story about what the bricks in New York look
• 26:52
  like. As I walked into this meeting
• 26:54
  and I thought about how Trump met in this same place.
• 26:58
  And you're like, where's he going with this?
• 27:00
  You know, your brains already thinking that.
• 27:02
  And it you can kind of skip all that and go, here's what we're
• 27:05
  talking about. Here's the point we're talking
• 27:07
  about. Let's get into it.
• 27:08
  And you get it over in a few sentences.
• 27:11
  And it's I, I walk you through a cadence that actually is more
• 27:16
  social media friendly, copywriting friendly to where
• 27:20
  you're hooking the reader, You're giving them three
• 27:22
  sentences of the details of what you're talking about.
• 27:25
  And you give them a clean dessert is what I call it.
• 27:28
  So it's a three course meal is what you're giving them.
• 27:30
  You give them a nice sweet dessert ending.
• 27:32
  And then you do two of those per subpoint.
• 27:33
  And if you do that, the reader has this natural flow and
• 27:37
  cadence versus his authors. We naturally, sometimes in
• 27:41
  podcast interviews all do it too, is we do what we naturally
• 27:45
  talk too much. We don't leave space for the
• 27:47
  other person and reading. There needs to be space for that
• 27:50
  reader to go. He made a good point.
• 27:54
  But if you don't pause, if you don't give dramatic effect for
• 27:59
  the ending of the thought, and you just keep hitting them with
• 28:02
  A10 sentence paragraph over and over, the wallet text exhausts
• 28:06
  the brain. And so I don't know all the
• 28:08
  psychology behind that. I just know as a reader, that's
• 28:11
  what it does to me. Yeah, great.
• 28:15
  You spoke a little bit about flywheel versus funnel.
• 28:18
  I've heard funnel a lot, flywheel a little bit.
• 28:21
  Why one versus the other? Well, I think it has more to do
• 28:26
  with what it's turned into than the reality of it, right?
• 28:29
  You know, sometimes you have to change the language to get
• 28:32
  people to think about it differently and to break the bad
• 28:35
  habits that are ingrained with a funnel.
• 28:37
  When I think funnel, and I love Russell Brunson, you probably
• 28:41
  know who Russell Brunson is. Love his stuff.
• 28:43
  His stuff helped me get up and running.
• 28:45
  He's the Alex Hermozi's mentor. Like, you know, he's one of the
• 28:49
  guys who helped Alex Hermozi breakthrough the ceiling.
• 28:52
  And now Alex Hermozi is bigger than him, right?
• 28:55
  It's crazy. But like, when you follow the
• 28:57
  funnel logic, it's like, hey, you're here.
• 29:02
  You came into my house. You trusted me enough to come in
• 29:05
  the door with a lead magnet or whatever.
• 29:07
  Do you want some apple pie? And they're like, no, I'm good.
• 29:10
  Well, do you want a Turkey? No, I'm good.
• 29:14
  Do you want to go swimming? No, I'm good.
• 29:16
  Like you're you're kind of hitting them really fast with
• 29:19
  like offer after offer. If you've ever done anything on
• 29:22
  Vistaprint like that experience submits me what a funnel is
• 29:26
  right, even though it could be classier than that.
• 29:28
  When I think funnel, I think do you want the magnet and you're
• 29:33
  like skip, skip, I just want to buy the thing right versus a
• 29:36
  flywheel says, hey, you're coming over next week.
• 29:40
  We'll hang out again, no big deal, like, and then they're
• 29:43
  like, well, can I come over again, please?
• 29:45
  Like they want to come back, they want to experience more.
• 29:49
  And it just tends to be a more relationship driven thing just
• 29:52
  because of psychology. It could practically be the same
• 29:54
  thing. I have a book to a lead magnet
• 29:58
  to a coaching call. That's my funnel basically,
• 30:01
  right? But I'm not trying to pressure
• 30:05
  those into one moment of time. I'm trying to say experience my
• 30:09
  book. See if you like me first.
• 30:12
  Now let's have coffee in a safe environment.
• 30:14
  That's a lead magnet. Now you want to you want to come
• 30:17
  over for dinner, Let's have a call, right?
• 30:20
  And so to me, it's just a more natural flow of how humans
• 30:22
  interact versus how the Internet evolved from 2000 on.
• 30:27
  What What is your lead magnet after the book?
• 30:31
  All depends on the book. I try to give something that's
• 30:33
  so valuable that they can't say no to if they're actually going
• 30:37
  to use the book. So an example in mini book
• 30:39
  writing, I have a template I give my coaching clients which
• 30:43
  is, you know, I named the three outlines.
• 30:46
  It is literally the template in a Google doc.
• 30:50
  OK, put some .1 here or you know, chapter here, 1 here, .1
• 30:56
  here, sub .1 here. And here's the sentence
• 30:58
  structure that you need to do. So literally you open up and you
• 31:01
  just start filling in the blanks rather than, you know, going and
• 31:05
  doing something else. Other ones, it gives away a
• 31:07
  ChatGPT template to generate your book blurb instantly based
• 31:11
  on me researching 50 book descriptions and going, what is
• 31:15
  the common thread here? Well, sweet.
• 31:17
  So I've reversed engineered where it's so easy.
• 31:20
  When you get done writing your book, you don't have to stress
• 31:21
  about how do I do a book description or I got to hire
• 31:24
  somebody for 200 bucks. Here's a proven template.
• 31:27
  Put your manuscript in it and it'll spit it out and it'll be
• 31:30
  really good. Then you just kind of tweak it.
• 31:32
  So just depends on the book what it is.
• 31:34
  It's something of value that I could charge for.
• 31:37
  And that's like the last page of the book or something like that.
• 31:40
  So typically, sometimes I'll put it, depending on the book at the
• 31:43
  beginning or about 25% of the way through, I'll mention it in
• 31:47
  a chapter. Oh, and if you need help, you
• 31:49
  know, choosing your outline or you wanted templates of this
• 31:51
  already pre built in a Google doc, you click here to get the
• 31:54
  mini book writing kit or whatever, you know, and then
• 31:56
  they click there and they go do it or they go.
• 31:59
  Type it in in your mini book. Do you get into these ideas?
• 32:05
  I do, I do well, they all at the different stages, right?
• 32:08
  The problem most people have is who's on this call we've covered
• 32:12
  from philosophy of books versus starting a podcast to publishing
• 32:16
  to now marketing to funnels. And it's like their brain goes,
• 32:20
  I wouldn't do all that. And they do none of it 'cause
• 32:23
  they're overwhelmed. And So what my books do is they
• 32:25
  really try to go, let's write the book.
• 32:27
  And at the very end of the book, I say, you need a lead magnet.
• 32:31
  Here's some ideas of how to do that.
• 32:33
  But it's got deep on that. And then the next book is
• 32:35
  publishing. Here's how to publish a next
• 32:37
  book's marketing. And so in marketing, I go deeper
• 32:40
  on that than I do in writing because I don't want them to get
• 32:43
  lost in creating a lead magnet. I want their book to be done.
• 32:46
  Yeah, dude, I respect the hustle, man.
• 32:49
  What you put together is is great.
• 32:53
  And then how do you, how do you get from it helps people?
• 32:56
  Yeah. How do you get from the lead
• 32:58
  magnet then to the coaching call?
• 33:02
  That is not a structured funnel at all because I don't
• 33:05
  technically offer coaching, right?
• 33:07
  Like that's just people pursuing emailing.
• 33:10
  I really want to work with you. Some of my heroes approached me.
• 33:13
  Coolest story. God's insane how he works that
• 33:15
  way As I was like not doing coaching.
• 33:18
  I'm like, I want this to be total hands off, right?
• 33:20
  The Internet dream all over again.
• 33:22
  Let's do hands off everything and my heroes authors that I
• 33:26
  absolutely love out Ramadani and Christopher Lockhead of play
• 33:30
  bigger and category pirates. They came and they were like,
• 33:34
  Hey, we want you to help us write and publish our book
• 33:37
  because it's a mini book and we know you're the mini book guy
• 33:40
  and I'm like you guys are big time authors like but they're
• 33:43
  like, but it's a mini book. You understand what goes into
• 33:45
  this. We just want you to be the
• 33:46
  quarterback. And I'm like, I don't do that.
• 33:49
  And they're like, how much you want?
• 33:51
  And I'm like, you know, I get to work with my heroes and get paid
• 33:55
  to do it. I thought I was going to be
• 33:56
  doing this for free. And and so from there, you know,
• 34:00
  it kind of evolves to like, OK, yeah, I kind of do coaching.
• 34:03
  This is how. And it just keeps refining.
• 34:06
  But it's not, to me, a hard sell thing rather than it is with a
• 34:09
  flywheel. You have your e-mail list.
• 34:12
  They're on that list. You're emailing them at least
• 34:14
  weekly. You could check out Simple
• 34:15
  Online Business Model. That's the book I wrote that
• 34:18
  talks about my cadence of running a business and it's
• 34:22
  centered around at least a weekly newsletter.
• 34:24
  Once a week you send it out. If you do that, you have an
• 34:28
  active running business that won't collapse, basically.
• 34:30
  But just keep feeding that list. And from there, you know,
• 34:33
  occasional if I want a new coaching client, then slip in
• 34:36
  there. Hey, here's how you can schedule
• 34:38
  a call with me to find out about your book or to see how I can
• 34:41
  help you some more. Copy whatever it is, right?
• 34:44
  But it's usually just a subtle in passing, but you could build
• 34:48
  that as a league curation system, right?
• 34:51
  12 emails and then the last one, it's like, hey, schedule a call
• 34:54
  to talk with me personally. And they're like, if they're
• 34:57
  still hanging on after 12 emails, they're probably really
• 34:59
  excited to talk with you. And so they click that button
• 35:03
  and reschedule a call. But that's how I did it in my
• 35:05
  other business, the previous business.
• 35:08
  And then do you get into? Where social media posts falls
• 35:12
  in here because and I see that you do post on LinkedIn.
• 35:15
  Yeah. So, yeah.
• 35:18
  So that would be simple online business model talks about it.
• 35:21
  That was more the literally I said the biggest benefit is to
• 35:24
  us, I wrote that book because I was like, I, I was overwhelmed
• 35:28
  with my original business, which I still run.
• 35:31
  And I was like, what do I have to do to keep this thing going
• 35:34
  because it's really helping people, but I'm willing to
• 35:37
  pursue this mini book thing. So I was like, what have I done
• 35:40
  that successfully has ran this thing for the last 6-7 years,
• 35:44
  mapped it out, figured out a way to make a spell simple and then
• 35:49
  wrote a book about it. And that's the manual I go to
• 35:51
  when I feel overwhelmed. I grabbed my own book and I go
• 35:54
  send the e-mail once a week, 3 posts a week at least.
• 35:58
  OK, If I have several posts, it's there.
• 36:00
  And then in mini book marketing, I talked more specifically how
• 36:03
  you take your book and then create social media content with
• 36:07
  it. But both of them talk about it,
• 36:10
  just in different lenses. Just to understand flywheel
• 36:14
  better, you mentioned Vishaprint as the prototype of the funnel.
• 36:18
  Is there like a typical example of the flywheel that we would be
• 36:21
  familiar with? Flywheel that we the the common
• 36:26
  person would be familiar with. I mean, Netflix is kind of a
• 36:30
  type of flywheel, right? If you're in there, you like
• 36:35
  some of their movies. They create more movies.
• 36:38
  It gets them more revenue because they tell more people
• 36:40
  about it. They just create more movies.
• 36:43
  I mean, they got weird. Just started doing games in
• 36:44
  there. I don't think it's helping them
• 36:46
  much. But that's the, you know, a
• 36:48
  traditional flywheel is you do content, that content gets more
• 36:53
  people who goes and gets more people for you and you create
• 36:56
  more content based on what you see.
• 36:59
  Oh, they like this type of documentary.
• 37:01
  Let's double down on documentaries.
• 37:02
  That's a flywheel rather than a funnel is, hey, now that you
• 37:07
  know, a traditional funnel on Netflix is, hey, you've watched
• 37:10
  this, now watch this, right? It's, it's a little different.
• 37:13
  And so Flywheel's more about let's just keep giving them what
• 37:16
  they already want and not worry about if they're buying it today
• 37:21
  so much. OK amazing I could talk for
• 37:27
  hours on the mini book thing but I think I should just buy your
• 37:29
  book at this point and probably multiple of your books.
• 37:32
  But I do want to hear. So do you mind if I ask how many
• 37:36
  kids you have? I.
• 37:37
  Have three kids? So you got 3 kids in a sailboat
• 37:41
  right now? What just can can we just
• 37:44
  understand that a little bit better?
• 37:45
  That sounds awesome. I.
• 37:47
  Don't even understand because this is your way of life.
• 37:49
  You home school, your kids in a sailboat.
• 37:51
  Yeah, yeah, yeah. And, and the big thing for us in
• 37:55
  our life was like, I had a kind of corporate job.
• 37:58
  I was a 1099 contractor, but I was like a regional manager
• 38:01
  making great money. And I was just like, I just want
• 38:04
  to be around my kids. I'm sick of being around
• 38:07
  everybody else all the time. And like the whole world should
• 38:09
  revolve around taking people to basketball games or whatever.
• 38:12
  Like that's what my company wanted to do.
• 38:14
  And I'll think that's not what I want to do.
• 38:16
  I want to be around my kids. And how I measure success is how
• 38:18
  many days away from my kids working that I have to do.
• 38:23
  And so like I haven't had to work away from my kids in years.
• 38:27
  Like, so that to me is success. I'm paying the bills and my kids
• 38:31
  are seeing me work day in and day out, kind of like the old
• 38:34
  school farm, but it's a little bit different, right?
• 38:37
  They, they help me sometimes with coaching clients, they'll
• 38:39
  help me with book covers, do book descriptions and AI, that
• 38:42
  kind of thing. But it's to me, that's just the
• 38:46
  value you mentioned in one of the notes that we might talk
• 38:49
  about values. Like to me that was a big value
• 38:51
  to choosing to do an online businesses.
• 38:53
  How can it be around my kids? And it had to do with getting
• 38:56
  the cost of living down a lot of it.
• 38:58
  We're adventurous in spirit. Obviously we're on a sailboat
• 39:00
  bouncing around right now. But to me, it also has to do
• 39:04
  with cost of living coming down. We travel full time.
• 39:07
  We don't stay at docks most of the time.
• 39:09
  So people are like, you're not paying for docks, what are you
• 39:11
  paying for? I'm literally anchored in
• 39:13
  Indianapolis right outside all the warships right now, right
• 39:16
  out there. The naval attack in the morning
• 39:18
  when they wake up, I start working out and stuff.
• 39:21
  But it's, it just allows us to be more flexible with how we
• 39:25
  raise our kids, how we run our business.
• 39:27
  And so we're like literally anchor right now, like Columbus,
• 39:30
  you know, like people are like, you can still live like that.
• 39:32
  Like yes, you can. And for us, it's a slower pace
• 39:36
  of life to where we literally have to decide what are we doing
• 39:39
  today? If I'm doing the interview
• 39:40
  today, I just took a lot off the table.
• 39:43
  We can't travel out in the ocean today, right?
• 39:45
  Like I can't, we have to go get water today, OK, that, that
• 39:49
  that's a whole 3 hour affair to make sure we have water right?
• 39:52
  And stuff like that, like, and so you're, you're forced to make
• 39:55
  decisions not about which next show to watch or what, you know,
• 40:01
  TikTok video to, to swipe. It's literally like back to the
• 40:05
  fundamentals. And so for us, that's been
• 40:08
  immensely rewarding, even though I run a digital business and
• 40:12
  it's tons of, you know, that kind of vibe to us, It pulls us
• 40:17
  back to the reality of like. OK, this is fundamentals, water,
• 40:22
  food, emptying the toilet, that kind of stuff.
• 40:25
  Like, you know, we're really fundamental here, the
• 40:28
  fundamentals of life here, Spina, the fundamentals of life.
• 40:32
  So you have written books on evangelizing.
• 40:35
  Can you just give us a a couple of key points from that for the
• 40:38
  audience? Wow.
• 40:40
  So when you mentioned that right before we got started, like that
• 40:44
  was the book that you're probably going to want to
• 40:46
  discuss at some point. I was like, oh man, I have not
• 40:50
  talked about that book a lot in recently.
• 40:53
  So what he's referencing is a book called God is Like
• 40:57
  Marketing and I Have a book you can also.
• 40:59
  Just go from the heart, man. Don't, don't If you, if you
• 41:02
  don't know the book, don't worry about it.
• 41:03
  Yeah. Oh, I know the book, but I want
• 41:06
  to like paint the context for everybody.
• 41:08
  So how it started was we went to Yellowstone, spent two months in
• 41:12
  Yellowstone as a family. We planned to spend 2 days.
• 41:16
  We saw there was not just a geyser old faithful, there was
• 41:20
  hundreds of geysers. And, and we're like, there's
• 41:24
  something here that we didn't realize about life in general.
• 41:27
  And so we end up staying two months because we travel full
• 41:29
  time. We can do that.
• 41:31
  And we, I planned on writing a book about it.
• 41:35
  I interviewed a bunch of people and I was planning to write
• 41:38
  about these people who watch the geysers all day, every day.
• 41:41
  They're called geyser gazers, and they are like the fanatics
• 41:45
  of geysers. They know everything about it,
• 41:46
  like citizens, scientists, right?
• 41:48
  So cool. I was like, this is a book and I
• 41:51
  told them I was going to write it if they got mad.
• 41:53
  And they said, no, don't write about our way of life because
• 41:57
  then all of their outsiders will want it.
• 42:00
  We don't want outsiders. I was like, that's strange.
• 42:03
  And so I was like, I have all these notes.
• 42:05
  This whole time I've been looking at it through the lens
• 42:07
  of writing a book. So I shipped it and I said,
• 42:10
  well, I got closer to God than ever here, let me write a book
• 42:13
  called God is like a Geyser. And it was, you know, 30 ways, a
• 42:16
  30 day devotional. I called it observational
• 42:19
  because it's less about, you know, what we think about God
• 42:22
  and more about what we observe about God.
• 42:25
  So it's 30 days about how God is like a geyser.
• 42:27
  And so that was that book. And then from there, I just kept
• 42:30
  writing books like that. And I got to God is like
• 42:33
  marketing. And I had this crazy idea that
• 42:35
  like, you know, Jesus was the greatest marketer of all time.
• 42:42
  That is not up for debate. He's one dude in way back when
• 42:48
  who started with 12 followers. OK, are we talking Internet
• 42:51
  language here or what? Who now is like one of the
• 42:56
  biggest, if not the biggest religion in the world, And it's
• 42:59
  transformed everybody's life. And I was like, I'm neither if
• 43:03
  there's principles in the Bible that would help Internet
• 43:06
  marketers because I've studied Internet marketing for years and
• 43:09
  years and years. I know all these things, all the
• 43:12
  things the guru say. And so I dove in and each
• 43:15
  chapter kind of goes through literally how Jesus did his
• 43:19
  funnel, where the principle is in the Bible and how Internet
• 43:23
  marketers do it today to make them to, to validate what
• 43:28
  they're doing and why it works. It's not just a fluke like this
• 43:32
  is biblical principles at work that's just been twisted to to
• 43:37
  fit earthly game, you know, not necessarily a bad thing, but
• 43:40
  like these are biblical principles.
• 43:42
  And so that's what the book God is like marketing is all about
• 43:45
  is that exploration. And none of this is like I know
• 43:48
  it when I start to write it, it's I go observe it.
• 43:51
  I go explore, I dive in and I'm I'm covering it with the reader
• 43:55
  as I'm writing it. And I'm like, this is crazy.
• 43:59
  So that that's that's what the book's really about.
• 44:01
  And it ties in our job as evangelists, as Christians into
• 44:08
  that story to where it's like, here's how we do that in our
• 44:11
  day-to-day lives. So kind of ties a bunch of
• 44:13
  things together under one umbrella.
• 44:17
  Last question, why would you write on Substack versus Medium
• 44:21
  or just having your own website where you put your blog?
• 44:25
  Easier for people to find you. So Medium is very extremely
• 44:31
  competitive and you don't own your list sub stack, you own
• 44:36
  your list. If you sign up for my sub stack
• 44:37
  and hit follow or subscribe or whatever the button is,
• 44:40
  subscribe, yeah, then it actually is.
• 44:43
  You are now on my list to where I can download it and move it
• 44:46
  and e-mail you on a weekly basis even if you leave sub stack.
• 44:50
  You were my lead in essence, whereas Medium you are Mediums
• 44:54
  lead. You don't own the relationship
• 44:57
  with the reader and so that's the main reason.
• 45:00
  Plus it has a platform of people already on it that you could
• 45:04
  still be discovered, but then you're actually owning that
• 45:07
  relationship rather than leasing it from Facebook or Medium.
• 45:12
  Do you own your content on some stack?
• 45:15
  I'm you can delete it. You own it.
• 45:18
  It's yours to keep. They they aren't, you aren't
• 45:20
  paying them or giving it away in any way, shape or form.
• 45:25
  You can pay while what you want to pay while you can, you know,
• 45:29
  hide what you want to hide. So yeah, you own it.
• 45:31
  It's yours. You can publish it elsewhere.
• 45:35
  Oh yeah, absolutely. And people do that.
• 45:36
  Some people publish it on sub stack 1st and then go publish it
• 45:40
  on Medium or somewhere else and so that the way they get the
• 45:44
  dual purpose. But sub stack was the original
• 45:46
  place it was posted. OK, so is there any disadvantage
• 45:49
  to using sub stack? Absolutely, absolutely.
• 45:55
  So something like Kit, it used to be called Convertkit and now
• 45:59
  they're called Kit. On they you're able to build
• 46:02
  automated e-mail sequences. So you sign up, you grab my lead
• 46:06
  magnet mini book writing kit. I can set 12 emails in motion to
• 46:12
  go to you every single day for the next 12 days.
• 46:14
  Sub stack, you can't do that. Sub stack does not have
• 46:18
  automation like that built in. So it's literally an e-mail
• 46:22
  scheduled out and you could schedule it out, but you can't
• 46:25
  do it per person. So it's your whole list is
• 46:27
  getting this e-mail. So there's no individual emails
• 46:30
  to people. So you use it as a content
• 46:32
  delivery platform and hub kind of a flywheel, right?
• 46:36
  It's the flywheel home, but it is not great for actually
• 46:41
  automation and building and and warming up your list over time
• 46:45
  individually to that person. Yeah, I gotcha.
• 46:50
  Well, this was a super informative conversation, man.
• 46:52
  Thank you. And also inspiring just to hear
• 46:55
  how you raise your family. Really impressive.
• 47:00
  Well, I appreciate you having me on here and I'm glad it worked
• 47:02
  out. Yeah.
• 47:04
  Any last words you want to share with the audience, where to find
• 47:07
  you or anything else? Best way to yeah, best way to
• 47:10
  get in contact? You could e-mail me
• 47:11
  chris@chris-stanley.com. I know really confusing.
• 47:16
  And then mini book dot news, you can also go to and if you're
• 47:21
  like that's still confusing, you can go to minibookpublishing.com
• 47:25
  and find anything. So mini book publishing.com is
• 47:28
  kind of the the traditional web home of it.
• 47:31
  Appreciate it Chris, keep killing it man.
• 47:35
  All right man, thanks for having me.
• 47:37
  Thanks for listening. Please like, subscribe and share
• 47:39
  with your friends. See you next time.